Livestock branding originated as a way to identify different herds of cattle. Livestock brands are something that won’t come off in the wash; and neither will the brand that your company develops, so it’s best to develop a reputable brand.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design (or a combination of them) intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
Many companies spend time, money, and effort in developing just the right combination of color, font, and graphics to form an image that customers will notice and think is clever. They stress that this image be “just right.” I’m not saying a graphical image isn’t important, but I do think the process is backwards.
Branding comes naturally with your products and services. As customers interact with your company, you develop a reputation. This reputation is your brand. It is much more important than any graphical representation you use. The most reputable brands are those that are dependable as well as ego-boosting. In other words they make people feel good about themselves.
I don’t buy Durango boots because everyone sees the name (which is stamped on the bottom of the sole). I buy Durango boots because they look cool, are comfortable, and last forever. This is the type of branding that matters to me when I choose shoes. This is the type of branding that makes me feel good about myself.
Let’s face it: The color of your logo is not going to determine whether or not your customers buy from you. They are much more likely to buy from you because of how you make them feel. So how can you use this information to develop your brand?
- Understand the wants and needs of your customers.
- Offer high-quality products or services that people want.
- Make sure your product or service is something you love as well.
- Do what you say you will do.
- Give your clients great customer service in the rare event that something goes awry.
Your brand dwells in the hearts and minds of your customers. It is the sum total of their experiences and perceptions with your company. If you understand your customers and fill their needs, your business will automatically develop a following of satisfied customers and in turn become a brand.
There are several themes you will read about in my blog. One of them is overcoming fear and the other is being boring (and yes, I know they are related themes). I talk about these themes a lot because I’m trying to work them out in my own life. You see, I have a confession to make; I’m basically a plain vanilla who secretly wants to be a Jalapeno Chocolate Crunch!